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Asos adds premium brands ahead of website relaunch

Etailer Asos.com is to revamp its website and up its fashion credentials by adding more premium branded product, including exclusive design tie-ups, for autumn 07.

A new premium section on the Asos website will include brands such as Paul & Joe Sister, Manoush, J Lindeberg, Antik Denim and Just Cavalli. Asos has also clinched a deal to sell Sienna and Savannah Miller's Twenty8Twelve label online.

Retail director Robert Bready said Asos had been encouraged to move up-market after the successful introduction of premium denim, including Rock & Republic and 7 For All Mankind, and high-end designer accessories from labels such as Chloe, Miu Miu and Gucci.

He said: "Our customers are split 50/50 between 18- to 24-year-olds and 24- to 34-year-olds. The older sector has increased over the past two years since we introduced premium denim."

The etail business, which was set up in 2000, has also signed up three new designer collaborations for autumn. Following Asos' handbag tie-up with New York stylist Patricia Field last year, Field has now created an exclusive 22-piece collection, which includes denim, silk print dresses, jumpsuits and accessories.

PPQ has designed a capsule collection for the etailer, featuring reissued designs from its archive. Sara Berman has also produced an exclusive range including coats and dresses.

The website will relaunch with the new sections and increased functionality at the end of the month.

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